Learn how Wales’ biggest independent attraction, Folly Farm, created a digital experience to match its superb reputation

Before working with DigiTickets, Folly Farm relied on a set of legacy systems that were clunky, complicated and disconnected from one another. Back office resources were being wasted on solving recurring issues and manually collating and cross-referencing data across separate systems. That had proven to be a serious drain on operational efficiency and left little time for strategic thinking and ongoing optimisation of visitor touchpoints.

Guests lacked a seamless digital experience that matched the quality of Folly Farm’s on-site experience. The purchase and entry process was dated, so getting visitors through the gates quickly and securely was more of a challenge than it should have been, especially during busy periods.

Instead, Folly Farm needed a solution that would exceed modern guest expectations, streamline core processes with automation and make life easier for its staff. The new system also needed to be agile and scalable, to ensure their investment would continue to serve the farm’s needs for years to come.

“We chose DigiTickets, because they offered a much quicker, streamlined system that could drive efficiency across all of our key departments. We already had a pretty clear idea of how we wanted things to run, and the DT team are fantastic in terms of working closely with us to implement our vision and tailor the system to our needs.”
Emma Beynon, Operations Manager, Folly Farm

• Speed up ticketing and guest entry processes
• Encourage more online bookings and conversions
• Streamline provision for walk-up ticket sales
• Enhance guest experience through self-service capabilities
• Become more agile in staff scheduling and deployment

DigiTickets immediately set about designing a digital ticketing system that would offer a more efficient purchase and entry experience for Folly Farm guests. The key was to streamline interactions and cut the total time needed for visitors to get into the park and start enjoying their day.

Every purchase now delivers a secure barcode that guests can simply scan and enter on arrival, cutting down the reliance on staff manning physical tills on site.  As a result, Folly Farm immediately noticed a reduction in queue times and overall improvement in customer experience as soon as guests arrive.

“The new system has already passed the test with flying colours, especially during busy periods like Easter, half-term and the summer holidays,” Emma explains. “It makes the admissions process so much easier for us and allows visitors to validate their online tickets and get straight into the park on arrival. We’ve since been able to redeploy resources that were dedicated to managing admissions to other areas of our operations.”

“The transition to the new system was also far easier than we thought it would be. DigiTickets’ support team did a fantastic job getting our staff up to speed, so the learning curve took no time at all. Our Finance and Operations teams have been very impressed with the speed of transactions and the ease of access to real-time data whenever they need it.”

The user-friendly nature of the platform also benefits Folly Farm’s onboarding process, making it simple to set up new users as part of their induction and get started with minimal training required.

In addition to its online booking platform, Folly Farm was eager to automate several on-site touchpoints, support stock control needs and underpin guest experience with smart tech.

ProKiosk turned out to be the ideal solution to facilitate walk-up sales at the gate, along with self-service food and beverage kiosks at its  ‘Burger Bar’ restaurant. Data is real-time, ensuring different departments always work from a single source of truth when making decisions and analysing trends.

“The automated self-service systems have had a huge impact on our operations, helping us to reduce queue times and gain more flexibility over staff scheduling. At our Burger Bar, we’ve been able to focus more on the service side of things, rather than depending so much on physical staff to manage transactions. The time saved per transaction really adds up over the course of weeks and months, so it’s making a massive difference.”

“As a busy attraction, you have to be agile and reactive whenever there’s a sudden surge in visitor numbers or demand for a certain service. The kiosks really give us that. We’re able to handle more volume without sacrificing our guest experience – in fact, it makes it even better.”

• Streamlining guest admissions – Folly Farm now offers a seamless entry process for guests, while saving significantly on staff costs
• Connecting separate departments – The DigiTickets platform has become a central source of data for its Operations, Finance and Marketing teams
• Freeing up time and resources – By automating key processes, the business can spend more time on strategic, value-added tasks

“We’re looking forward to continuing to develop our offering and become even more efficient in the way we do things. There are always new ways to benefit our guest experience, which is why having a trusted digital partner is so important to understand your ideas and bring them to life.”

“If you’re thinking of working with DigiTickets, it's definitely worth a phone call to discuss your challenges because it’s amazing the difference they can make on your day-to-day operations. They’re great to work with, even if you’re an ambitious client with big ideas like us!”